The ins and outs of push notifications

What are push notifications?

Push notifications are brief, targeted messages sent from an app, website, or system directly to a user’s mobile device or desktop. They allow businesses to stay top-of-mind by delivering valuable content outside the app environment—even when the user isn’t actively engaging with the app or website.

In today’s mobile market, push notifications help encourage users to return to your app and stay engaged.

 Essential push notification statistics (2025)

• The average US smartphone user receives 46 app push notifications per day
• Android opt-in rate: 91.1%; iOS opt-in rate: 43.9%
• Highest push reaction rate by day: Tuesday (8.4%)
• Push notifications sent mid-morning (9–11 AM) and early evening (6–8 PM) generally perform best

How do push notifications work?

Understanding how push notifications work helps marketers better optimize campaigns.

Here’s a detailed look:

User opt-in

Upon installing a mobile app, users must grant permission to receive notifications. This opt-in request often appears immediately after installation or during onboarding.

Message creation

Using a CRM platform or notification management system, marketers craft a message based on user behavior, preferences, or promotions.

Routing through push services

Messages are routed through cloud messaging services like:

• Apple Push Notification Service (APNs) for iOS and Safari
• Firebase Cloud Messaging (FCM) for Android

The Apple push notification system securely sends encrypted messages from the server to the user’s iOS device. This guarantees fast delivery even when apps are idle.

Receiving push notifications

As soon as a notification is sent, users see it right away. On iOS devices, they may appear as banners, alerts, or as badges on the app icon. Android displays messages more flexibly, offering expanded layouts and richer media.

6 benefits of using push notifications

1. Increased user engagement

Push notifications help businesses connect with users right away on their devices. They encourage quick responses, even if the app or website is closed. Personalized and timely notifications can greatly increase engagement. They help your brand stay top of mind and encourage regular activity.

2. Improved customer retention

Regular, relevant push notifications help remind users about your app or services. This in turn can reduce churn and increase the likelihood they’ll return. 

3. Higher conversion rates

Push notifications can drive users toward desired actions by delivering targeted, actionable messages at the right time, such as:

• Completing a purchase
• Registering for an event
• Redeeming a special offer

Limited-time offers and reminders about abandoned carts are especially effective at increasing conversions.

4. Enhanced personalization and segmentation

Businesses can segment their audience and tailor messages based on user behavior, preferences, location, or purchase history.

This level of personalization increases relevance and makes users more likely to engage with the content.

5. Immediate and direct communication

Unlike email or social media, push notifications appear directly on a user’s device, bypassing crowded inboxes and feeds. This urgency ensures that critical or time-sensitive information-like reaches users right when it matters most.

6. Opportunities for upselling and cross-selling

Push notifications can suggest complementary products or premium upgrades based on a user’s interests or past purchases. This is increasing average order value and driving additional revenue through upsell and cross-sell strategies.

The role of safari web push notifications

Safari web push notifications allow websites to send messages to macOS and iOS users via Safari. These are highly valuable because users do not need to have a mobile app installed. They simply subscribe through the website. Safari then uses the Apple push notification service to deliver these notifications.

Safari notifications can appear even when Safari is not open, offering brands a rare chance to engage users outside traditional app environments.

Web push notifications are especially useful for:

• eCommerce stores announcing flash sales
• News platforms delivering breaking news alerts
• SaaS products sending system status updates

Why push notifications are critical for business

Push notifications solve several challenges marketers face today:

1. Direct and instant access

Unlike email or social media, push notifications reach users immediately without being buried under other content. When a user taps a notification, they are often deep-linked into specific app content, encouraging them to open the app and complete an action.

2. Increased customer engagement

Well-timed, personalized mobile push notifications foster deeper customer engagement. Instead of passively consuming content, users actively interact, which leads to better retention.

3. Personalized messaging

Brands can send personalized messages based on user preferences, location, app usage, purchase history, and more.

4. Boost retention and reduce churn

By reminding users about features, content, or offers, push notifications help maintain user interest over time.

Types of push notifications

Forms of push notifications based on the device and channel are:

1. Mobile app push notifications

Sent from a mobile app to smartphones or tablets. Examples include event reminders, product offers, or delivery updates.

2. Web push notifications

Widely used browsers, including Chrome, Firefox, and Safari, deliver web push notifications. Great for businesses without a mobile app but with strong website traffic.

3. Desktop push notifications

Messages triggered by desktop applications installed on laptops or PCs, appearing even when the app is minimized.

4. Wearable device notifications

Mirrored notifications from your smartphone to a smartwatch or fitness tracker, ensuring consistent updates on the go.

Types of push notification campaigns

Building a high-performing push notification marketing strategy involves knowing the right type of campaign to use.

Push notifications vs. SMS messaging

Both channels have their advantages, but key differences include:

For businesses focused on mobile app growth, push notifications offer more flexibility, better branding opportunities, and lower costs.

Optimizing your push notification strategy

Creating a successful push notification strategy involves more than simply sending alerts at random. It requires thoughtful planning, audience understanding, and continuous optimization. Here are additional best practices to elevate your approach and maximize customer engagement:

1. Personalization: Speak directly to the user

Generic messaging leads to lower open rates and disengagement. Instead, personalize notifications using:

• User names (“Hi Jordan, your favorite sneakers are back in stock!”)
• Past behavior (e.g., items viewed or purchased)
• Preferences and interests (e.g., preferred categories)

Highly personalized messages dramatically increase both click through rates and user satisfaction.

2. Proper timing: Respect the recipient’s timezone

Sending messages at odd hours leads to user frustration and potential opt-outs.

Instead, schedule notifications based on:

• The user’s local timezone
• Optimal engagement periods (typically late mornings or early evenings)

Timing matters because mobile devices are personal—respect the user’s attention span and daily rhythm to encourage interaction.

3. Relevance: Make every message meaningful

Push notifications should always be relevant to the user’s journey. Ensure that all notifications are strategically relevant—random or generic messages may result in user opt-outs. Instead:

• Trigger messages based on real-time user behavior (e.g., abandoned cart reminders)
• Tie notifications to recent activities or purchases
• Deliver updates users actually want, like shipping confirmations or event reminders

Relevant messages feel helpful—not spammy—and foster deeper brand trust.

4. Frequency control: Send messages thoughtfully

Even the most engaging push notification can backfire if users feel overwhelmed.

To control frequency:

• Limit the number of push notifications sent weekly
• Use intelligent throttling (adjust volume based on recent activity or user engagement levels)
• Offer notification preference settings inside the app

A smart balance prevents notification fatigue and helps maintain higher open rates over time.

5. A/B testing: Optimize based on data

One of the most powerful tools available to marketers is A/B testing.

Test variations like:

• Title formats
• CTA phrasing
• Send times
• Use of rich media (images, videos, GIFs)

By constantly testing and learning, you can refine messaging to maximize click through rates, open rate, and ultimately conversions.

6. Value proposition: Offer real benefits

Every push notification must answer the question: “Why should the user care?”

Focus on clear value propositions such as:

• Exclusive flash sales
• Time-sensitive updates
• Personalized rewards
• Helpful reminders or tips

Messages that deliver immediate value will keep users engaged and eager to open the app when a notification arrives.

Essential metrics to track

Optimizing customer engagement means focusing on measurable outcomes:

• Opt-in rate: How many users agree to receive notifications.
• Delivery rate: How many messages successfully reach users.
• Click through rate (CTR): Percentage of users clicking the notification.
• Conversion rate: Actions taken post-click (purchases, app activity).
• Unsubscribe rate: Percentage of users opting out.
• Open rate: How many users open the app after receiving a notification.

Monitoring platform distribution—iOS vs. Android device users—also helps optimize messaging and design choices.